A recent survey conducted by Lumina Intelligence found that 34% of consumers either have or are considering purchasing food and drink for Christmas before the end of October.
The study revealed that 55% of people are somewhat worried following media coverage on people stockpiling food and drinks for Christmas already, due to concerns about product shortages, as a result of Brexit, Covid, and the lack of lorry drivers.
The results show that those in the youngest (18-24) and eldest (65+) age categories are the least likely to be worried about shortages ahead of Christmas, as a result of shoppers stockpiling.
Of the third considering stockpiling, 6% said they had already purchased some food and drink products ahead of Christmas, 10% stated they will definitely purchase food and drink products for Christmas by the end of October, and 18% suggested they will probably purchase food and drink products for Christmas by the month.
The categories that consumers are most likely to purchase for Christmas before the end of October are Confectionery (66%), Crisps & Snacks (57%), Tinned & packaged products (55%), Alcohol (55%), Soft Drinks (51%), and Frozen (45%).
Blonnie Whist, Insight Director at Lumina Intelligence, commented: “Christmas this year will be incredibly different to last, when travel restrictions and last-minute regional lockdowns ended most people’s festive plans. Consumers will be looking to make up for lost time and with no restrictions surrounding gatherings we can expect big celebrations.
“However, media coverage surrounding product shortages due to the HGV driver shortage, Brexit and Covid is concerning shoppers, with some already stockpiling ahead of Christmas and many more likely to follow suit. Retailers need to be prepared for Christmas preparations to start early this year and should expect a bumper year for sales, but also need to communicate clearly with shoppers to ensure purchasing behaviours do not hit the extremes of April 2020 when the pressures on the supply chain peaked.”
Earlier this week, Aldi revealed it was selling 1,500 frozen turkey crowns a day – four times the usual rate for this time of year – with Christmas pudding sales also up 45%. Other retailers have reported a jump in demand for festive essentials.
